In #contentmarketing, the customer is always central.

As a content marketer , your job depends on your ability to create customer-facing content that converts. This is often easier said than done, but why is it so hard? One of the biggest culprits is the roadblock of knowledge. Let me explain. What You Know Can Hurt You Part of your job is to become an expert on the services or products of the company that you work for. While this expertise is extremely valuable, it can actually hurt you when it comes to creating content that relevantly speaks to your customers. We often tend to become so knowledgeable about the features and technical specs of what we’re trying to sell that we feel that all of our customers want to know about all of these intricate details. The hard truth is that most of your potential buyers don’t care about these things, but instead care about how it makes their lives better and how it fulfills their wants ...